Lime brings life to your life science marketing
We believe in life science marketers.
At its core, marketing exists to help companies know the customer better than they know themselves, uncover new opportunities to solve their problems, and then deliver that value to them in the way that works for them. Too often, though, life science companies view the world from the inside, rather than through the outside lens of customers and society.
It’s not from lack of passion. Our industry brims with people who care deeply about improving lives. Many of us even have personal connections to the therapeutic areas we serve. That’s why we need to get this right. We have to bridge the gap between scientific innovation and human truths.
A life science marketer’s role is to be this voice of empathy—to deeply understand customer needs and help the organization take actions that make a difference. When marketing capabilities are strong, we don’t just drive growth, we transform how society views our industry.
Meet our Founder
Transforming Life Science Marketing
I’m Michele Benton, and I founded Lime to breathe life into life science marketing. After over 15 years navigating global life science marketing landscapes—from launching products, creating new business models, and delivering $2B sales targets—I saw a critical gap. Marketing was disconnected, treating customers as transactions rather than humans and serving as a service arm to sales teams. In an industry focused on life, there didn’t seem to be life in a lot of what we were doing.
With a PhD in social and behavioral science and on-the-ground leadership experience transforming marketing and sales capabilities for 4,500 commercial employees, I knew we could do better. Lime isn’t just another marketing consultancy. We’re cultivators, helping life science organizations unlock growth through the promise of life science marketing.
It’s time to bring life back into our life science marketing!
Creating a Strategic Partnership with Marketing and Marketing Capability Leaders
We’re here to help you grow. To build world-class marketers. To drive high-impact performance. To embed lasting change.
Within most life science organizations, there aren’t a lot of experts in human behavioral change and, among them, even fewer who also have practical, commercial experience. For marketing leaders, capability initiatives can be a once-in-a-career role, rather than an expertise built up and leveraged over time. That’s why companies typically rely on outside business consultants to be change architects. Unfortunately, in most cases after the initiative is launched, the consultants go back home and the hard work of embedding change returns to the novice team.
That’s not the case with Lime. Our approach goes beyond traditional consulting. We work alongside your team to build both marketing excellence and change management capability. This focus means your organization doesn’t just transform; it gains the tools to keep evolving long after our partnership ends.
Marketing capability is our core competency.
Through decades of experience and experimentation, our methods and proven ingredients can help you reach your goals faster with lasting impact.
The customer blind spot
Rediscovering the human side of life science marketing
On Life Science Marketing Radio, Michele uncovers the paradox at the heart of life science marketing: despite our mission to improve lives, we often lose sight of the customer. Beyond the buzz of digital transformation, she reveals how treating marketing as a true profession—not just a business function—can reignite growth and reconnect companies with their core purpose of serving patients.
Beyond balance
Designing work that works for life
In this Harvard Business Review article, Michele reveals how leaders can transform workplace flexibility from policy to practice. Drawing from her experience building Lime, she offers actionable ideas for creating careers that truly align with life’s priorities. Discover practical strategies for leaders who want to build high-performing teams while honoring the full spectrum of human potential.
How internal culture drives customer impact
Reimagining life science consulting
Join Michele on the Consulting Success podcast as she shares her journey of building Lime as a consulting firm that breaks the traditional mold. Discover how blending strategic excellence with genuine work-life harmony creates unexpected breakthroughs for life science companies. Learn why the path to customer innovation starts with how we work together, and how this philosophy is transforming both consulting and client success.
